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Measuring Event Success

6 Ways to Measure Event Success

If you’re hosting a conference at a corporate event venue in Atlanta, measuring your ROI and success is a high priority. Being able to look back and see what worked and what didn’t can impact your approach for forecasting next year’s event.

Because you have so many touch points with attendees before, during, and after the show, keeping up with data can be overwhelming. Here’s a quick list of six ways you can measure your event’s success.

1. Survey Results

What better way to find out how your show went than asking the guests? Survey your attendees, and ask them to share their thoughts on what they liked and what could be improved for next year. Their responses can help you to exceed guests’ expectations next time.

2. Live Polling Activity

If you’re using an app to control your speakers’ live polling questions, it will capture the amount of engagement and responses. Once the event is over, investigate the results. Use this information to see which sessions were the most engaging and which ones need more appealing content.

3. Check-In Stats

The only way to increase the amount of budget you get each year is to have more attendees. Using a scanning system, you should compare the number of signups to the number of people who checked in. If there’s a gap, it’s important to examine where the drop off happened. Knowing how and why you’re losing people between registration and check-in could be a critical discovery.

4. Social Media Activity

Engage with your attendees before and during the show through social media. This is an inexpensive, easy way to spread the news about your event. Once the event is over, use a tool to calculate the number of mentions, shares, retweets, likes, and follows your brand experienced. Should you discover there is little engagement, it could tell you that either your audience isn’t social-media savvy, or your content wasn’t engaging or relevant enough for them.

5. Total Revenue

This is typically considered the most important metric that determines event success. Use the gross revenue as a comparison to your initial goals. Understanding this contrast can tell you whether you were realistic with your goal setting.

6. Cost vs. Revenue

Knowing your gross revenue is important, but if it’s less than your overall cost, your budget is in the red. This ratio will uncover your profit and loss for the event. When planning for next year’s conference, use these numbers to have a better grasp on a realistic budget.

Planning a corporate event? Make plans to escape to the Atlanta Evergreen Marriott nestled in the heart of Stone Mountain Park. Right outside of Atlanta, our location has 311 hotel rooms,
25 suites, and 48 event rooms to choose from. Learn more about our venue spaces or contact us at 770-879-9900.